RIM Hits $200 Mark

RIM has traditionally drawn its base of subscribers from on-the-go professionals who need quick and reliable access to their work email accounts. But RIM has begun targeting general consumers with the competitively priced and sleekly designed Pearl, which went on sale in September. In the last quarter, the company released its Curve, another consumer-oriented model. Both phones have helped RIM expand its customer base beyond so-called "enterprise" users.

During RIM's conference call on Thursday, co-Chief Executive Jim Balsillie said that five additional carriers, including several in Europe and Latin America, had begun offering the BlackBerry to subscribers on their networks. Also, Vodafone (VOD Quote), AT&T and Verizon Wireless, a joint venture of Vodafone and Verizon Communications(VZ Quote), have expanded the number of BlackBerry models that they carry.

Balsillie also said Research In Motion is readying up to three new models with enhanced multimedia features aimed at consumers. He expects to release these in the autumn.

"I think you're going to see some very positive and compelling and very unexpected extensions to what we're doing," he said during the call.

The drive to add more consumers has brought down the average selling price of BlackBerries. As a result, gross margins have tightened. But Thompson says the company can offset this with greater sales volume and lower operating costs as a proportion of sales.